Electronic Resource
Bingley
:
Emerald
Marketing intelligence & planning
14 (1996), S. 16-20
ISSN:
0263-4503
Source:
Emerald Fulltext Archive Database 1994-2005
Topics:
Economics
Notes:
Explores the application of qualitative research as a plausibility check for quantitative research. Uses the case example of a survey conducted by American LIVES for Douthit Communications, looking into aspects of the house purchase process. Outlines a typology of five categories of people in the real estate market, which was developed from the survey. Concludes that neither qualitative nor quantitative techniques have universal applicability, but the use of qualitative techniques can bring quantitative information to life.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1108/02634509610131117
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